Author(s): ValueMetrics Australia
Publication: ValueMetrics Australia
Publication Date: 2013
Abstract: This report describes the outcomes of a preliminary research study into a new methodology, Community Value Management, for monitoring how the Australian community views research into gene technology methods (so-called ‘Daughterless Carp’) for managing Common Carp in Australian inland waterways. The methodology is designed
(a) to monitor the efficacy of an ongoing ‘dialogue process’ with the community about the research
(b) to assist in setting communication priorities, by helping to select specific issues that the dialogue process needs to address, on an ongoing basis
The method is based on identifying the key Benefits and Concerns that determine overall community support for the research program, and monitoring the community’s satisfaction with these factors on an ongoing basis, using telephone surveys. The level of overall community support is then linked to some key business drivers, such as willingness to support similar research into other pest animals, using additional data collected from the surveys.
The study was conducted in New South Wales, and involved surveying some 600 people (approximately equal numbers of males and females, and also from coastal cities and regional and rural communities) by telephone.
Key findings from this initial investigation are:
- The community’s overall view about the Benefits of the research can be satisfactorily described by the factors so far identified; similarly for their overall level of Concern.
- The results provide management with a quantitative basis for selecting the most important areas requiring attention in the dialogue process and for developing an effective communication strategy aimed at achieving public support and adoption of the technology.
- At least one other high-level factor, in addition to Benefits and Concerns, is needed to provide an adequate explanation of the overall level of community support